eSafety Brand Guidelines by Natalie Anthes

Brand guidelines

A visual guide for eSafety

Logo overview

Maintaining logo consistency is crucial for building a strong and unified brand identity.

The standard and preferred eSafety logo is our inline version in either full colour or white.

Our inline logo should be used wherever space, size and layout permits. The relationship between the elements within the logo is fixed, and they should not be separated or used individually.

The Australian Government Crest must never be removed from the logo. As set down by PM&C.

The rules for how the logo is to be used are outlined on the following pages.

White on eSafety Navy - inline

Colour - inline

Logo versions

The standard inline logo should be used whenever possible. It includes the Australian Government coat of arms and our agency ‘e’ icon and name.

The inline stacked version should only be used if horizontal space is limited.

The top stacked logo should only ever be used if the others are unsuitable.

Colour - inline stacked

Colour - top stacked

Colour - inline

Logo clearspace

The clearspace zone is indicated by the height of the ‘X’.

The ‘X’ is calculated by halving the height of the Australian Government coat of arms.

Logo minimum size

The logo cannot be displayed smaller than the size is shown here.

To ensure legibility, our logos must be reproduced at the minimum sizes shown for print or digital.

These are an absolute minimum, not a preferred size, and should only be used when limited space dictates. The same rules apply to all logo versions for both print and digital.

This adheres to the Australian Government guidelines.

Logo crimes

To maintain a unified appearance, the logo must consistently be reproduced in its entirety (including the coat of arms, icon and name).

The logo used must be one of the approved versions shown on the previous pages, and it should never be altered or manipulated in any way.

The logo should never be used as a decorative or artistic element or as a watermark and must not be overprinted with text or images. Never use a drop shadow, or change its colour.

Don’t use on coloured backgrounds

recolour the logo

Don’t move logo elements

Don’t alter or remove logo elements

Don’t stretch or distort the logo

outline the logo

Don’t use directly over photography Don’t use logo elements to create patterns

Don’t

Logo file types

.svg

Ideal for both digital and print use. The file extension stands for ‘scalable vector graphics,’ ensuring that it remains sharp regardless of size, whether on a website or in programs like Word, Excel, or PowerPoint.

.png

Designed for digital use. Suitable for vectors and illustrations when an .svg file is not appropriate.

.jpeg

Suitable for both digital and print use. Best for images containing photographic content.

.eps

Intended for high-resolution print use, such as brochures, flyers, and bookmarks. Contact the Design team for this file format to ensure proper use.

.ai

For professional use in Adobe Illustrator. Contact the Design team for this file format to ensure correct application.

Typography

For all assets both digital and print we use two fonts: Roboto Slab and Work Sans. These fonts are available to download free from Google.

Work Sans fonts.google.com/?query=Work+Sans

Roboto Slab fonts.google.com/?query=Roboto+Slab

The fonts can be applied at the design and publishing stage, so using them in draft Word documents is unnecessary.

All body text should be either in the colour named ‘Darkest’ or in white, whichever provides greater contrast with the current background colour.

For web page accessibility, small text must have a minimum resolution of 14 pixels and the large text minimum is 18 pixels.

Headlines / hero messaging

Roboto Slab Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Roboto Slab Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Copy / body text

Work Sans Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Work Sans Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Core colour palette

Colour is the cornerstone of all eSafety design.

It distinguishes our brand and consistently helps us to create collective experiences across all our segments.

Our brand palette uses confident, optimistic colours. The core colours unify all assets and are used across all brand segments, while the primary colour palette is the personality of each segment. The extended palette should be used for decorative elements.

We are committed to complying with WCAG AA standard contrast ratios. This ensures sufficient colour contrast between elements so low-vision users can easily see and use our products.

All body text should be either in the colour named ‘Darkest’ or in white, whichever provides greater contrast with the current background colour.

For web page accessibility, small text must have a minimum resolution of 14 pixels, and the large text minimum is 18 pixels.

eSafety Navy

HEX #1B324B

RGB R28 G50 B75

CMYK C93 M77 Y45 K42

Darkest

HEX #333740

RGB R52 G55 B65

CMYK C44 M34 Y22 K77

Light Grey

HEX #CDCDCE

RGB R205 G205 B206

CMYK C19 M14 Y14 K0

White

HEX #FFFFFF

RGB R255 G255 B255

CMYK C0 M0 Y0 K0

Primary colour palette

These are eSafety’s primary colours.

They should be used office-wide for all ‘corporate’ assets and web pages, including ‘About us’ and ‘Key issues’ content.

HEX #5767DC

RGB R87 G103 B220

CMYK C73 M64 Y0 K0

HEX #9ECDAD

RGB R158 G205 B173

CMYK C39 M3 Y38 K0

Peacock

Green

Extended colour palette

This extended colour palette should be used in all eSafety content for extensive backgrounds and illustrations.

The lighter shades should only be used as text on dark backgrounds, with adequate contrast for accessibility. The colours with AA and A should be used where the 4:5:1 contrast ratio cannot be achieved with the brand colours or the lighter percentages. Please refer to the Appendix for accessible colour combinations. To confirm the colour combination passes accessibility, please use an online contrast checker.

Green AA

Green A

eSafety Navy A

Peacock AA

Darkest A

Light Grey AA HEX #6B696D

Light Grey A

Peacock

Peacock A

Photography

Our brand speaks directly to people, encouraging positive engagement.

Photography do’s

• Backgrounds should be either pale and simple or bright and bold, highlighting the people as the focal point.

• Use images of people from the relevant age groups when discussing them. Show diverse backgrounds and abilities to highlight our support for all Australians.

• Choose positive, genuine moments that show people overcoming challenges.

• Minimise the presence of devices in images. As a peoplecentric organisation, we want to emphasise the human aspect, despite our technological connections.

Photography don’ts

• Never show just hands and devices.

• Avoid using images without people.

• Avoid showing sad or crying people – they should look empowered by positive solutions.

Illustrations

Our brand deals with a lot of difficult topics.

To help convey our messages, we use a mixture of illustrations unique to eSafety.

Each segment should only use the colours of its extended palette. This helps differentiate the brand segments while maintaining a unified look.

Illustration do’s

• Ensure that at least one person is looking at the audience or their face is uplifted in the audience’s direction.

• Show diverse ages, sexes and skin tones to support an inclusive culture.

• Pose the people with natural movements and human interactions.

• Show life-like size differences for people of different ages.

• When discussing particular age groups, always use illustrations with people of corresponding ages.

Illustration don’ts

• Never show just hands and devices.

• Always have people in the illustration.

• Don’t use only parts of people.

• Avoid showing sad or crying people – they should look empowered by positive solutions.

Iconography

Icons are used across all eSafety segments.

Each subject has it’s own icon which is used consistently throughout all eSafety segments. All icons have a similar line thickness and all ‘lines’ are coloured in ‘eSafety Navy’. The fill and background can use the extended palette for the audience segment.

There is only one size for digital use; the size is shown in the diagram to the right.

Icons should never be used larger than 60px. If you need something to be larger use an illustration instead.

When displayed on eSafety Navy background, they should be white outline only.

Social Media

All our social media assets must have a cohesive look and feel that aligns with the core brand and associated segment.

These social media guidelines aim to ensure a clear and consistent representation of the eSafety brand across all platforms. This blueprint establishes our visual identity, maintaining uniformity across channels while allowing flexibility to convey the unique voice of each brand segment.

Social media identity

To ensure consistency on social media, the ‘e’ icon should be located within the tiles in a manner that suits the purpose and format of the post.

• All posts should start with the foundation of the eSafety dark Navy background with the white version of the eSafety ‘e’ brand mark.

• The ‘e’ icon should always be positioned at the bottom, right-hand side of the tile.

Post types and templates

Establishing a standard for content types ensures brand cohesion across eSafety’s social media channels and harmonises all brand segments.

The primary content types are:

• Research statistics

• Photographic posts

• Illustrated posts

• Slideshows and carousels

• Video posts with custom thumbnails

Research statistic posts should feature clean visuals for readability, incorporating brand elements like eSafety fluid shapes, illustrations, and photography to support the data while keeping the statistics as the focal point.

Photographs are ideal for posts with minimal text. Including people in these photos helps position eSafety as authoritative yet approachable. Adhere to the brand segment guidelines outlined in this document when using photographs.

Research statistic

Photographic posts

Post types and templates

Illustrated posts should be used sparingly and take up less space on the grid. They should only be used when the asset/campaign being promoted includes the corresponding illustration (for consistency and alignment).

Slideshows and carousels offer flexibility to integrate elements from different post types. Each frame should incorporate brand elements like fluid shapes to ensure a seamless scrolling experience. Adding a small directional arrow on the initial slide helps indicate the scrolling action.

Illustrated posts

Slideshows and carousels

Post types and templates

Custom thumbnails for video content will align the content with eSafety’s brand identity. When creating thumbnails for eSafety videos, consider using a still from the video or a relevant photo/illustration. Make sure the thumbnail includes a brief caption summarizing the content.

Custom thumbnails for video (cover)

Co-branding and external posts

When collaborating with another company for an event or campaign, there may be occasions where you need to display two logos together in a post (co-branding), or create posts for sharing by external partners to promote eSafety.

• Co-branded tiles for sharing on eSafety’s social media channels must follow the foundational color guidelines provided.

• For co-branded tiles shared outside of eSafety’s channels, the full eSafety logo lock-up (including Australian Government crest) should be positioned at the bottom left, with the affiliate/partner logo placed at the bottom right.

• Posts intended for sharing by external partners should feature the full eSafety logo lock-up (including Australian Government crest) positioned at the bottom right.

Co-branded external posts

External eSafety posts

Co-branded posts

Social media don’ts

To maintain brand integrity and visual consistency, it’s essential to avoid certain elements when creating social media content.

Here are some guidelines:

• Avoid over-branding and cluttering the design with excessive elements. Too many shapes, illustrations, text, and icons can overwhelm the consumer’s experience.

• While platform-specific stickers like polls, links, and questions can enhance user engagement, it’s advisable to refrain from using non-eSafety branded GIFs to preserve brand integrity.

• Ensure that design elements are strategically placed on each post to prevent them from being covered by the platform’s overlays.

• Stick to the color schemes and design elements outlined in these brand guidelines for branding consistency.

Do not change the position of any standardised eSafety brand elements

eSafety’s design elements are covered by the platform’s overlays (video controls etc)

Do not employ solid background colours other than eSafety navy

The posts contain too many design elements (overbranding)

Platform elements such as GIFs are not to be used on the post creative

Don’t obstruct the ‘e’ branding device with other design elements

Lock up and positioning

The eSafety band lock-up used in the footer is mandatory for all documents that will be shared with externals.

The logo should always sit in the bottom left corner of the band, shown in white on eSafety Navy or full colour on Light Grey 50%.

Band lock-up

The band (Z) is double the height of the logo (Y) and the URL (X) is half the height of the logo (Y).

Both should always be horizontally centered within the band.

The logo (Y) is always left aligned with the left-hand padding the same as the logo height (Y). The URL is always right-aligned with the right-hand padding the same as the logo height (Y).

Lock-up and logo application

The band lock-up is designed to provide an anchor to the layout and associated elements. It provides flexibility while delivering consistency.

Whilst the band lock-up is considered mandatory, there may be exceptions to the rule where the logo position and execution are determined by the medium. Top and bottom left are our preferred logo placement options for all logos. Logos should always adhere to clear space guidelines as well as the band lock-up application rules outlined on the previous pages.

When creating or updating documents, please ensure that the date created is added in the following format: Month (word) year (YYYY), e.g. November 2023. This should be added to the last page of the document in Work Sans font, size 9pt in the colour ‘Darkest’. Positioned in the margin equal distance from the page edge and the footer, running down the page at 90°. If a product is to be printed and stored at the warehouse, a unique code needs to be created for it. Please get in touch with the design team to assist with this.

Preferred options for logo positioning Lock-up examples

Business Cards

The eSafety Business Cards can only be issued with manager approval.

The eSafety Business Cards should consistently feature the colour stacked inline logo on a Navy background on the front. The back of the card is reserved for staff details.

All eSafety team members must use the standard business card shown on the right. This ensures a uniform and consistent brand identity for everyone.

Email Signature

The eSafety Email Signature is to be used at the end of every email.

All staff are to use the eSafety Email Signature displayed to the right, without any alterations or adaptations. This ensures a uniform and consistent brand identity with a single signature for everyone.

The main banner contains a hyperlink to our website’s homepage, so there’s no need to include the URL in the signature.

Promotional or campaign banners will be provided periodically and will need to be placed beneath the main eSafety banner.

In Outlook on your work laptop, please set the default font to Arial for all outgoing emails.

A copy of the eSafety Email Signature, along with instructions, is available on SharePoint.

eSafety acknowledges all First Nations people for their continuing care of everything Country encompasses — land, waters and community. We pay our respects to First Nations people, and to Elders past, present and future.

Branded video

Video end frame.

The example shown here demonstrates best practice when creating brand videos at 1920x1080 (16:9).

The standard inline white eSafety logo used on our eSafety Navy, positioned centre aligned towards the top 1/3 of the screen.

For the URL we use Work Sans semibold font in 60pt, centre aligned and positioned within the bottom 1/3 of the screen.

Note: If you would like the end screen of a video to adopt any segment branding please speak with the design team and they will assist you.

esafety.gov.au

Logo guidelines

Logo consistency is essential because it helps build a strong and uniformed brand identity.

The audience segment logos do not include the Australian Government crest.

The eSafety Education logo is in Aquamarine or white.

The inline version should be used wherever space, size and layout permits. The white on eSafety Navy version can be used where a dark background is required.

Outlined on the following pages are the rules for how the logo is to be used.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

White on eSafety Navy - inline

White on eSafety Navy - inline stacked

Aquamarine - inline

Aquamarine - inline stacked

Logo clearspace

The clearspace zone is indicated by the height of the ‘S’.

The ‘S’ is from the word eSafety and should be used at the same size as within the logo.

Aquamarine - inline

Aquamarine - inline stacked

Logo minimum size

The minimum size shown here must be seen as a minimum, but can be displayed at a larger size.

The same rules apply to every logo version for both print and digital.

This adheres to the Australian Government set guidelines.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

Typography

For all assets both digital and print we use two fonts: Roboto Slab and Work Sans. These fonts are available to download free from Google.

Work Sans fonts.google.com/?query=Work+Sans

Roboto Slab fonts.google.com/?query=Roboto+Slab

The fonts can be applied at the design and publishing stage, so using them in draft Word documents is unnecessary.

All body text should be either in the colour named ‘Darkest’ or in white, whichever provides greater contrast with the current background colour.

For web page accessibility, small text must have a minimum resolution of 14 pixels and the large text minimum is 18 pixels.

Headlines / hero messaging

Roboto Slab Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Roboto Slab Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Copy / body text

Work Sans Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Work Sans Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Education primary colour palette

These are the primary colours for the eSafety Education audience segment.

They are used for segment-wide assets and web pages.

All body text should be either in the colour named ‘Darkest’ or in white, whichever provides greater contrast with the current background colour.

For web page accessibility, small text must have a minimum resolution of 14 pixels and the large text minimum is 18 pixels.

HEX #5ECDC9

RGB R94 G205 B201

HEX #5767DC

RGB R87 G103 B220 CMYK C73 M64 Y0 K0

Peacock

Extended colour palette

This extended colour palette should be used in all eSafety Education content for extensive backgrounds and illustrations.

High contrast colours

eSafety Navy A HEX

High contrast colours Primary

Primary Extended Extended

Aquamarine AA HEX

Aquamarine A

Darkest A

HEX

Peacock AA

Peacock A

#2D3EB5

Light Grey AA

Light Grey A

Light Grey

#CDCDCE

Peacock

Extended colour palette

High contrast colours Extended Extended

Flag AA

#122147

Flag A

#0C285F

High contrast colours Primary Primary

Flamingo AA

HEX #881D43

RGB 136 29 67 CMYK 34 98 58 27

Flamingo A

HEX #C7456A RGB 199 69 106 CMYK 19 87 42 1

Flamingo HEX #FF779E

255 119 158

0 68 12 0

HEX #4E6DAA

HEX #C3CDE2

Frog AA

HEX #056033

RGB 5 96 51 CMYK 90 36 98 32

Frog A

HEX #237D45

RGB 35 125 69 CMYK 84 27 93 14

Frog

HEX #54A56D

84 165 109 CMYK 70 13 74 1

Flamingo 75%

HEX #FF99B6

255 153 182

Frog 75%

HEX #78B48A

120 180 138 CMYK 56 11 57 1

Flamingo 50%

HEX #FFBACE

255 186 206

Flamingo 25%

HEX #FFDCE6

255 220 230 CMYK 0 17 1 0

Green AA

Green A

Green

People eater AA

People eater A

People eater

Frog 50%

HEX #9BC4A8

155 196 168 CMYK 41 8 40 0

Frog 25%

HEX #BFD4C5

191 212 197 CMYK 25 7 23 0

Extended colour palette

Seal AA

Seal A

Tango AA

Tango A

Azure AA

Photography

Our brand speaks directly to people, encouraging positive engagement.

Our photography achieves this by featuring real people, with at least one person looking into the camera. This fosters a sense of connection and dialogue, engaging the audience and sparking their interest in our message. In the education segment, images should reflect the appropriate ages. Primary and high school content should feature children in school uniforms.

Photography do’s

• Backgrounds should be either pale and simple or bright and bold, highlighting the people as the focal point.

• Use images of people from the relevant age groups when discussing them. Show diverse backgrounds and abilities to highlight our support for all Australians.

• Choose positive, genuine moments that show people overcoming challenges.

• Minimise the presence of devices in images. As a peoplecentric organisation, we want to emphasise the human aspect, despite our technological connections.

• Education images should always show students in uniforms.

Photography don’ts

• Never show just hands and devices.

• Avoid using images without people.

• Avoid showing sad or crying people – they should look empowered by positive solutions.

Illustration

Our brand deals with a lot of difficult topics.

To help convey our messages, we use a mixture of illustrations unique to eSafety.

Each segment should only use the colours of its extended palette. This helps differentiate the brand segments while maintaining a unified look.

Within the education segment all illustrations should be showing corresponding ages to the content. If the children are of primary or high school age the illustrations should include children in school uniforms.

Illustration do’s

• Ensure that at least one person is looking at the audience or their face is uplifted in the audience’s direction.

• Show diverse ages, sexes and skin tones to support an inclusive culture.

• Pose the people with natural movements and human interactions.

• Show life-like size differences for people of different ages.

• When discussing particular age groups, always use illustrations with people of corresponding ages.

• Education images should always show students in uniforms.

Illustration don’ts

• Never show just hands and devices.

• Always have people in the illustration.

• Don’t use only parts of people.

• Avoid showing sad or crying people – they should look empowered by positive solutions.

Iconography

Icons are used across all eSafety segments.

There is only one size for digital use; the size is shown in the diagram to the right.

Icons should never be used larger than 60px. If you need something to be larger use an illustration instead.

Lock-up and positioning

The eSafety band lock-up used in the footer is mandatory for all documents that will be shared with externals.

The logo should always sit in the bottom left corner of the band, shown in white on eSafety Navy or full colour on Light Grey 50%.

Band lock-up

The band (Z) is double the height of the logo (Y) and the URL (X) is half the height of the logo (Y).

Both should always be horizontally centered within the band.

The logo (Y) is always left aligned with the left-hand padding the same as the logo height (Y). The URL is always right-aligned with the right-hand padding the same as the logo height (Y).

Lock-up and logo application

The band lock-up is designed to provide an anchor to the layout and associated elements. It provides flexibility while delivering consistency.

Preferred options for logo positioning

Lock-up examples

About

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Logo guidelines

Logo consistency is essential because it helps build a strong and uniformed brand identity.

The audience segment logos do not include the Australian Government crest.

The eSafety Parent logo is in Tango or white.

The inline version is to be used wherever space, size and layout permits. The white on eSafety Navy version can be used where a dark background is required.

Outlined on the following pages are the rules for how the logo is to be used.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

White on eSafety Navy - inline

White on eSafety Navy - inline stacked

Tango - inline

Tango - inline stacked

Logo clearspace

The clearspace zone is indicated by the height of the ‘S’.

The ‘S’ is from the word eSafety and should be used at the same size as within the logo.

Tango - inline

Tango - inline stacked

Logo minimum size

The minimum size shown here must be seen as a minimum, but can be displayed at a larger size.

The same rules apply to every logo version for both print and digital.

This adheres to the Australian Government set guidelines.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

Typography

For all assets both digital and print we use two fonts: Roboto Slab and Work Sans. These fonts are available to download free from Google.

Work Sans fonts.google.com/?query=Work+Sans

Roboto Slab fonts.google.com/?query=Roboto+Slab

The fonts can be applied at the design and publishing stage, so using them in draft Word documents is unnecessary.

All body text should be either in the colour named ‘Darkest’ or in white, whichever provides greater contrast with the current background colour.

For web page accessibility, small text must have a minimum resolution of 14 pixels and the large text minimum is 18 pixels.

Headlines / hero messaging

Roboto Slab Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Roboto Slab Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Copy / body text

Work Sans Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Work Sans Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Parent primary colour palette

These are the primary colours for the eSafety Parent audience segment.

They should be used for segment wide assets and web pages.

All body text should be either in the colour named ‘Darkest’ or in white, whichever provides greater contrast with the current background colour.

For web page accessibility, small text must have a minimum resolution of 14 pixels and the large text minimum is 18 pixels.

HEX #5ECDC9

RGB R94 G205 B201

CMYK C56 M0 Y26 K0

HEX #EC8865

RGB R236 G136 B101

CMYK C2 M55 Y69 K0

Extended colour palette

This extended colour palette should be used in all eSafety Parents content for extensive backgrounds and illustrations.

High contrast colours

High contrast colours Primary Primary Extended Extended

Aquamarine AA

Aquamarine A

eSafety Navy A

Tango AA

Tango A

Darkest A

Light Grey AA

Light Grey A

Extended colour palette

Photography

Our brand speaks directly to people, encouraging positive engagement.

Photography do’s

• Backgrounds should be either pale and simple or bright and bold, highlighting the people as the focal point.

• Use images of people from the relevant age groups when discussing them. Show diverse backgrounds and abilities to highlight our support for all Australians.

• Choose positive, genuine moments that show people overcoming challenges.

• Minimise the presence of devices in images. As a peoplecentric organisation, we want to emphasise the human aspect, despite our technological connections.

Photography don’ts

• Never show just hands and devices.

• Avoid using images without people.

• Avoid showing sad or crying people – they should look empowered by positive solutions.

Illustration

Our brand deals with a lot of difficult topics.

To help convey our messages, we use a mixture of illustrations unique to eSafety.

Each segment should only use the colours of its extended palette. This helps differentiate the brand segments while maintaining a unified look.

Illustration do’s

• Ensure that at least one person is looking at the audience or their face is uplifted in the audience’s direction.

• Show diverse ages, sexes and skin tones to support an inclusive culture.

• Pose the people with natural movements and human interactions.

• Show life-like size differences for people of different ages.

• When discussing particular age groups, always use illustrations with people of corresponding ages.

• Education images should always show students in uniforms.

Illustration don’ts

• Never show just hands and devices.

• Always have people in the illustration.

• Don’t use only parts of people.

• Avoid showing sad or crying people – they should look empowered by positive solutions.

Iconography

Icons are used across all eSafety segments.

There is only one size for digital use; the size is shown in the diagram to the right.

Icons should never be used larger than 60px. If you need something to be larger use an illustration instead.

Lock-up and positioning

The eSafety band lock-up used in the footer is mandatory for all documents that will be shared with externals.

The logo should always sit in the bottom left corner of the band, shown in white on eSafety Navy or full colour on Light Grey 50%.

Band lock-up

The band (Z) is double the height of the logo (Y) and the URL (X) is half the height of the logo (Y).

Both should always be horizontally centered within the band.

The logo (Y) is always left aligned with the left-hand padding the same as the logo height (Y). The URL is always right-aligned with the right-hand padding the same as the logo height (Y).

Lock-up and logo application

The band lock-up is designed to provide an anchor to the layout and associated elements. It provides flexibility while delivering consistency.

Lock-up examples

Preferred options for logo positioning

Logo guidelines

Logo consistency is essential because it helps build a strong and uniformed brand identity.

The audience segment logos do not include the Australian Government crest.

The eSafety Seniors logo is in Seal or white.

The inline version is to be used wherever space, size and layout permits. The white on eSafety Navy version can be used where a dark background is required.

Outlined on the following pages are the rules for how the logo is to be used.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

White on eSafety Navy - inline

White on eSafety Navy - inline stacked

- inline

Seal - inline stacked

Logo clearspace

The clearspace zone is indicated by the height of the ‘S’.

The ‘S’ is from the word eSafety and should be used at the same size as within the logo.

Seal - inline stacked

Seal - inline

Logo minimum size

The minimum size shown here must be seen as a minimum, but can be displayed at a larger size.

The same rules apply to every logo version for both print and digital.

This adheres to the Australian Government set guidelines.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

Typography

For all assets both digital and print we use two fonts: Roboto Slab and Work Sans. These fonts are available to download free from Google.

Work Sans fonts.google.com/?query=Work+Sans

Roboto Slab fonts.google.com/?query=Roboto+Slab

The fonts can be applied at the design and publishing stage, so using them in draft Word documents is unnecessary.

All body text should be either in the colour named ‘Darkest’ or in white, whichever provides greater contrast with the current background colour.

For web page accessibility, small text must have a minimum resolution of 14 pixels and the large text minimum is 18 pixels.

Headlines / hero messaging

Roboto Slab Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Roboto Slab Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Copy / body text

Work Sans Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Work Sans Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Seniors primary colour palette

These are the primary colours for the eSafety Seniors audience segment.

They should be used for segment wide assets and web pages.

All body text should be either in the colour named ‘Darkest’ or in white, whichever provides greater contrast with the current background colour.

For web page accessibility, small text must have a minimum resolution of 14 pixels and the large text minimum is 18 pixels.

HEX #396E77

RGB R57 G110 B119

HEX #7F3667

RGB R127 G54 B103

C51 M90 Y33 K14

Extended colour palette

This extended colour palette should be used in all eSafety Seniors content for extensive backgrounds, illustrations and shadows. The lighter shades should only be used as text on dark backgrounds, with adequate contrast for accessibility. The colours with AA and A should be used where the 4:5:1 contrast ratio cannot be achieved with the brand colours or the lighter percentages. Please refer to the Appendix for accessible colour combinations. To confirm the colour combination passes accessibility, please use an online contrast checker.

High contrast colours

Photography

Our brand speaks directly to people, encouraging positive engagement.

Photography do’s

• Backgrounds should be either pale and simple or bright and bold, highlighting the people as the focal point.

• Use images of people from the relevant age groups when discussing them. Show diverse backgrounds and abilities to highlight our support for all Australians.

• Choose positive, genuine moments that show people overcoming challenges.

• Minimise the presence of devices in images. As a peoplecentric organisation, we want to emphasise the human aspect, despite our technological connections.

Photography don’ts

• Never show just hands and devices.

• Avoid using images without people.

• Avoid showing sad or crying people – they should look empowered by positive solutions.

Illustration

Our brand deals with a lot of difficult topics.

To help convey our messages, we use a mixture of illustrations unique to eSafety.

Each segment should only use the colours of its extended palette. This helps differentiate the brand segments while maintaining a unified look.

Illustration do’s

• Ensure that at least one person is looking at the audience or their face is uplifted in the audience’s direction.

• Show diverse ages, sexes and skin tones to support an inclusive culture.

• Pose the people with natural movements and human interactions.

• Show life-like size differences for people of different ages.

• When discussing particular age groups, always use illustrations with people of corresponding ages.

• Education images should always show students in uniforms.

Illustration don’ts

• Never show just hands and devices.

• Always have people in the illustration.

• Don’t use only parts of people.

• Avoid showing sad or crying people – they should look empowered by positive solutions.

Iconography

Icons are used across all eSafety segments.

There is only one size for digital use; the size is shown in the diagram to the right.

Icons should never be used larger than 60px. If you need something to be larger use an illustration instead.

Lock-up and positioning

The eSafety band lock-up used in the footer is mandatory for all documents that will be shared with externals.

The logo should always sit in the bottom left corner of the band, shown in white on eSafety Navy or full colour on Light Grey 50%.

Band lock-up

The band (Z) is double the height of the logo (Y) and the URL (X) is half the height of the logo (Y).

Both should always be horizontally centered within the band.

The logo (Y) is always left aligned with the left-hand padding the same as the logo height (Y). The URL is always right-aligned with the right-hand padding the same as the logo height (Y).

Lock-up and logo application

The band lock-up is designed to provide an anchor to the layout and associated elements. It provides flexibility while delivering consistency.

Lock-up examples

Preferred options for logo positioning

Logo guidelines

Logo consistency is essential because it helps build a strong and uniformed brand identity.

The audience segment logos do not include the Australian Government crest.

The eSafety Women logo is in Plum or white.

The inline version is to be used wherever space, size and layout permits. The white on eSafety Navy version can be used where a dark background is required.

Outlined on the following pages are the rules for how the logo is to be used.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

White on eSafety Navy - inline

White on eSafety Navy - inline stacked

Plum - inline

Plum - inline stacked

Logo clearspace

The clearspace zone is indicated by the height of the ‘S’.

The ‘S’ is from the word eSafety and should be used at the same size as within the logo.

Plum - inline

Plum - inline stacked

Logo minimum size

The minimum size shown here must be seen as a minimum, but can be displayed at a larger size.

The same rules apply to every logo version for both print and digital.

This adheres to the Australian Government set guidelines.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

Typography

For all assets both digital and print we use two fonts: Roboto Slab and Work Sans. These fonts are available to download free from Google.

Work Sans fonts.google.com/?query=Work+Sans

Roboto Slab fonts.google.com/?query=Roboto+Slab

The fonts can be applied at the design and publishing stage, so using them in draft Word documents is unnecessary.

All body text should be either in the colour named ‘Darkest’ or in white, whichever provides greater contrast with the current background colour.

For web page accessibility, small text must have a minimum resolution of 14 pixels and the large text minimum is 18 pixels.

Headlines / hero messaging

Roboto Slab Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Roboto Slab Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Copy / body text

Work Sans Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Work Sans Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Women primary colour palette

These are the primary colours for the eSafety Women audience segment.

They should be used for segment wide assets and web pages.

All body text should be either in the colour named ‘Darkest’ or in white, whichever provides greater contrast with the current background colour.

For web page accessibility, small text must have a minimum resolution of 14 pixels and the large text minimum is 18 pixels.

HEX #7F3667

RGB R127 G54 B103

CMYK C51 M90 Y33 K14

HEX #9ECDAD

RGB R158 G205 B173

CMYK C39 M3 Y38 K0

Plum

Green

Extended colour palette

This extended colour palette should be used in all eSafety Women content for extensive backgrounds, illustrations and shadows. The lighter shades should only be used as text on dark backgrounds, with adequate contrast for accessibility. The colours with AA and A should be used where the 4:5:1 contrast ratio cannot be achieved with the brand colours or the lighter percentages. Please refer to the Appendix for accessible colour combinations. To confirm the colour combination passes accessibility, please use an online contrast checker.

High contrast colours

Navy A

Darkest A

Extended

Green A

Light Grey AA

Light Grey A

Photography

Our brand speaks directly to people, encouraging positive engagement.

Photography do’s

• Backgrounds should be either pale and simple or bright and bold, highlighting the people as the focal point.

• Use images of people from the relevant age groups when discussing them. Show diverse backgrounds and abilities to highlight our support for all Australians.

• Choose positive, genuine moments that show people overcoming challenges.

• Minimise the presence of devices in images. As a peoplecentric organisation, we want to emphasise the human aspect, despite our technological connections.

Photography don’ts

• Never show just hands and devices.

• Avoid using images without people.

• Avoid showing sad or crying people – they should look empowered by positive solutions.

Illustration

Our brand deals with a lot of difficult topics.

To help convey our messages, we use a mixture of illustrations unique to eSafety.

Each segment should only use the colours of its extended palette. This helps differentiate the brand segments while maintaining a unified look.

Illustration do’s

• Ensure that at least one person is looking at the audience or their face is uplifted in the audience’s direction.

• Show diverse ages, sexes and skin tones to support an inclusive culture.

• Pose the people with natural movements and human interactions.

• Show life-like size differences for people of different ages.

• When discussing particular age groups, always use illustrations with people of corresponding ages.

• Education images should always show students in uniforms.

Illustration don’ts

• Never show just hands and devices.

• Always have people in the illustration.

• Don’t use only parts of people.

• Avoid showing sad or crying people – they should look empowered by positive solutions.

Iconography

Icons are used across all eSafety segments.

There is only one size for digital use; the size is shown in the diagram to the right.

Icons should never be used larger than 60px. If you need something to be larger use an illustration instead.

Lock-up and positioning

The eSafety band lock-up used in the footer is mandatory for all documents that will be shared with externals.

The logo should always sit in the bottom left corner of the band, shown in white on eSafety Navy or full colour on Light Grey 50%.

Band lock-up

The band (Z) is double the height of the logo (Y) and the URL (X) is half the height of the logo (Y).

Both should always be horizontally centered within the band.

The logo (Y) is always left aligned with the left-hand padding the same as the logo height (Y). The URL is always right-aligned with the right-hand padding the same as the logo height (Y).

Lock-up and logo application

The band lock-up is designed to provide an anchor to the layout and associated elements. It provides flexibility while delivering consistency.

Lock-up examples

Preferred options for logo positioning

Logo guidelines

Logo consistency is very important because it helps build a strong and uniformed brand identity.

The audience segment logos do not include the Australian Government crest.

The eSafety Young People logo is in Flag or white.

The inline version is to be used wherever space, size and layout permits. The white on eSafety Navy version can be used where a dark background is required.

Outlined on the following pages are the rules for how the logo is to be used.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

White on eSafety Navy - inline

White on eSafety Navy - inline stacked

Flag - inline

Flag - inline stacked

Logo clearspace

The clearspace zone is indicated by the height of the ‘S’.

The ‘S’ is from the word eSafety and should be used at the same size as within the logo.

Flag - inline

Flag - inline stacked

Logo minimum size

The minimum size shown here must be seen as a minimum, but can be displayed at a larger size.

The same rules apply to every logo version for both print and digital.

This adheres to the Australian Government set guidelines.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

Typography

For all Young People assets both digital and print we use two fonts: Work Sans and Rubik. These fonts are available to download free from Google.

Work Sans fonts.google.com/?query=Work+Sans Rubik fonts.google.com/specimen/Rubik?query=rub

The fonts can be applied at the design and publishing stage, so it’s not necessary to use them in draft Word documents.

All text that isn’t a headline should be in the colour known as ‘Darkest’. For web page accessibility, small text must have a minimum resolution of 14 pixels and the large text minimum is 18 pixels.

Headlines / hero messaging

Rubik

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Rubik Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Copy / body text

Work Sans Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Work Sans Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Young People primary colour palette

These are the primary colours for the eSafety Young People audience segment. They should be used for segment wide assets and web pages.

HEX #133D8E

RGB R19 G61 B142 CMYK C100 M89

HEX #5ECDC9

RGB R94 G205 B201

CMYK C56 M0 Y26 K0

Extended colour palette

This extended colour palette should be used in all eSafety Young People content for extensive backgrounds, illustrations and shadows.

High contrast colours

eSafety Navy A

High contrast colours Primary

Primary Extended Extended

Flag AA

Flag A

Aquamarine AA

Aquamarine A

Darkest A HEX

Light Grey AA

Light Grey A

Extended colour palette

High

Peacock AA

HEX #223185 RGB 34 49 133 CMYK 100 96 15 3

Peacock A

HEX #2D3EB5 RGB 45 62 181 CMYK 90 83 0 0

High contrast colours Primary Primary

Flamingo AA

HEX #881D43 RGB 136 29 67

34 98 58 27

Flamingo A

HEX #C7456A RGB 199 69 106 CMYK 19 87 42 1

Peacock

HEX #5767DC RGB 87 103 220 CMYK 73 64 0 0

Frog AA

HEX #056033 RGB 5 96 51 CMYK 90 36 98 32

Frog A

HEX #237D45 RGB 35 125 69 CMYK 84 27 93 14

Flamingo

HEX #FF779E

255 119 158

0 68 12 0

Peacock 75%

HEX #818DE4

129 141 228 CMYK 51 43 0 0

Peacock 50%

HEX #AAB2ED RGB 170 178 237 CMYK 31 26 0 0

Peacock 25%

HEX #D4D8F6 RGB 212 216 246 CMYK 14 11 0 0

Frog

HEX #54A56D RGB 84 165 109 CMYK 70 13 74 1

Flamingo 75%

HEX #FF99B6

255 153 182

0 51 7 0

Frog 75%

HEX #78B48A

120 180 138 CMYK 56 11 57 1

Flamingo 50%

HEX #FFBACE

255 186 206 CMYK 0 34 3 0

Flamingo 25%

HEX #FFDCE6

255 220 230 CMYK 0 17 1 0

Green AA

Green A

People eater AA

People eater A

People eater

Frog 50%

#9BC4A8

155 196 168 CMYK 41 8 40 0

Frog 25% HEX #BFD4C5 RGB 191 212 197 CMYK 25 7 23 0

Plum AA

Plum A

Extended colour palette

Seal AA

Seal A

Tango AA

Tango A

Azure AA

Photography

Our brand speaks directly to people, encouraging positive engagement.

Photography do’s

• Backgrounds should be either pale and simple or bright and bold, highlighting the people as the focal point.

• Use images of people from the relevant age groups when discussing them. Show diverse backgrounds and abilities to highlight our support for all Australians.

• Choose positive, genuine moments that show people overcoming challenges.

• Minimise the presence of devices in images. As a peoplecentric organisation, we want to emphasise the human aspect, despite our technological connections.

Photography don’ts

• Never show just hands and devices.

• Avoid using images without people.

• Avoid showing sad or crying people – they should look empowered by positive solutions.

Illustrations

Our brand deals with a lot of difficult topics.

To appeal to this audience in an effective and concise manner, we have adopted an illustration style that is bold yet easily interpreted.

The illustrations are created using the following guidelines:

Use contrasting colours

• This enhances accessibility

• Balance brighter colours with muted ones

Limit colour usage

• Don’t use more than four core colours in a single image

• This excludes skin tones and shades/tones to denote shadows/highlights or outlines

• Limit colours per illustration but use a varied colour palette across all illustrations

Use Timber 50% from the Young People palette in each image

• This creates continuity amongst a varied colour palette

• Consider the ‘mood’ your colour selection conveys

• Avoid anything too cheerful/fun with serious subject matter.

Illustration colour combinations

These are examples of colour combinations that may be used for illustrations in the Young People segment. Additional colour combinations can be explored, however they need to feature colours only in the Young People colour palettes and adhere to the rules for designing illustrations.

• Do not use more than four core colours in a colour combination.

• One colour per combination MUST be Timber 50% for continuity between illustrations.

Iconography

Icons are used across all eSafety segments.

There is only one size for digital use; the size is shown in the diagram to the right.

Icons should never be used larger than 60px. If you need something to be larger use an illustration instead.

Lock-up and positioning

The eSafety band lock-up used in the footer is mandatory for all documents that will be shared with externals.

The logo should always sit in the bottom left corner of the band, shown in white on eSafety Navy or full colour on Light Grey 50%.

Band lock-up

The band (Z) is double the height of the logo (Y) and the URL (X) is half the height of the logo (Y).

Both should always be horizontally centered within the band.

The logo (Y) is always left aligned with the left-hand padding the same as the logo height (Y). The URL is always right-aligned with the right-hand padding the same as the logo height (Y).

Lock-up and logo application

The band lock-up is designed to provide an anchor to the layout and associated elements. It provides flexibility while delivering consistency.

Lock-up examples

Preferred options for logo positioning

Logo guidelines

Logo consistency is essential because it helps build a strong and uniformed brand identity.

The audience segment logos do not include the Australian Government crest.

The eSafety Kids logo is in Frog or white.

The inline version is to be used wherever space, size and layout permits. The white on eSafety Navy version can be used where a dark background is required.

Outlined on the following pages are the rules for how the logo is to be used.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

White on eSafety Navy - inline

White on eSafety Navy - inline stacked

Frog - inline

Frog - inline stacked

Logo clearspace

The clearspace zone is indicated by the height of the ‘S’.

The ‘S’ is from the word eSafety and should be used at the same size as within the logo.

Frog - inline

Frog - inline stacked

Logo minimum size

The minimum size shown here must be seen as a minimum, but can be displayed at a larger size.

The same rules apply to every logo version for both print and digital.

This adheres to the Australian Government set guidelines.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

Typography

For all eSafety Kids assets both digital and print we use one font: Muli. This font is available from Adobe Fonts.

Muli fonts.adobe.com/fonts/muli

Downloading Muli from Adobe Fonts requires an Adobe Account.

The font can be applied at the design and publishing stage, so it’s not necessary to use them in draft Word documents.

Headlines

and body copy

Muli Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Muli SemiBold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Muli Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

eSafety Kids primary colour palette

These are the primary colours for the eSafety Kids audience segment. They should be used for segment wide assets and web pages.

HEX #54A56D

RGB R84 G165 B109 CMYK C70 M30 Y74 K1

Tango

HEX #EC8865

RGB R236 G136 B101

Extended colour palette

This extended colour palette should be used in all eSafety Kids content for extensive backgrounds, illustrations and shadows.

The lighter shades should only be used as text on dark backgrounds, with adequate contrast for accessibility. The colours with the prefix AA and A should only be used where the 4:5:1 contrast ratio cannot be achieved with the brand colours or the lighter percentages. Please refer to the Appendix for accessible colour combinations. To confirm the colour combination passes accessibility please use an online contrast checker.

High contrast colours

eSafety Navy A

High contrast colours Primary

Primary Extended Extended

Frog AA

Frog A

Tango AA

Tango A

Darkest A

Light Grey AA

Light Grey A

Extended colour palette

Peacock AA HEX #223185

Peacock A

#2D3EB5

Flamingo AA

#881D43

Flamingo A HEX #C7456A

Peacock

#5767DC

Flamingo

Peacock 75%

HEX #818DE4

129 141 228

Peacock 50%

HEX #AAB2ED

170 178 237

Peacock 25%

HEX #D4D8F6

#133D8E

Flamingo 75%

Flamingo 50%

Flamingo 25%

Aquamarine AA

Aquamarine A

Aquamarine

HEX #01615F

People

Aquamarine 75% HEX

Extended colour palette

Illustrations

Our brand deals with a lot of difficult topics.

To help convey our messages, we use a mixture of illustrations unique to eSafety.

Each segment should only use the colours of its extended palette. This helps differentiate the brand segments while maintaining a unified look. Please ensure that all illustrations for the eSafety Kids segment are outlined using the brand colour ‘A - Darkest’.

Illustration do’s

• Ensure that at least one person is looking at the audience or their face is uplifted in the audience’s direction.

• Show diverse ages, sexes and skin tones to support an inclusive culture.

• Pose the people with natural movements and human interactions.

• Show life-like size differences for people of different ages.

• When discussing particular age groups, always use illustrations with people of corresponding ages.

• Education images should always show students in uniforms.

Illustration don’ts

• Never show just hands and devices.

• Always have people in the illustration.

• Don’t use only parts of people.

• Avoid showing sad or crying people – they should look empowered by positive solutions.

Illustrations (continued)

Character development to communicate four pillars of eSafety for kids.

Lock-up and positioning

The eSafety band lock-up used in the footer is mandatory for all documents that will be shared with externals.

The logo should always sit in the bottom left corner of the band, shown in white on eSafety Navy or in full colour on Light Grey 50%.

Band lock-up

The band (Z) is double the height of the logo (Y) and the URL (X) is half the height of the logo (Y).

Both should always be centered vertically horizontally within the band.

The logo (Y) is always left aligned with the left-hand padding the same as the logo height (Y). The URL is always right aligned with the right hand padding the same as the logo height (Y).

Lock-up and logo application

The band lock-up is designed to provide an anchor to the layout and associated elements. It provides flexibility across the segments while delivering consistency.

Whilst the band lock-up is considered mandatory, there may be exceptions to the rule where the logo position and execution is determined by the medium. Top and bottom left are our preferred logo placement options for all logos.

Logos should always adhere to clear space guidelines as well as the band lock-up application rules outlined on the previous pages.

The full segment logo with the ‘e’ icon should not be shown on the same page or screen with the eSafety Commissioner logo. Where both logos need to be displayed, the segment wordmark only should be used.

Multi-page documents can display the full segment logo in the band lock-up on the Light Grey background after the first page.

Lock-up examples

Preferred options for logo positioning

Logo guidelines

Logo consistency is essential because it helps build a strong and uniformed brand identity.

The audience segment logos do not include the Australian Government crest.

The eSafety Investigations logo is in Radar or white.

The inline version is to be used wherever space, size and layout permits. The white on eSafety Navy version can be used where a dark background is required.

Outlined on the following pages are the rules for how the logo is to be used.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

White on eSafety Navy - inline

White on eSafety Navy - inline stacked

Radar - inline

Radar - inline stacked

Logo clearspace

The clearspace zone is indicated by the height of the ‘S’.

The ‘S’ is from the word eSafety and should be used at the same size as within the logo.

Radar - inline

Radar - inline stacked

Logo minimum size

The minimum size shown here must be seen as a minimum, but can be displayed at a larger size.

The same rules apply to every logo version for both print and digital.

This adheres to the Australian Government set guidelines.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

Typography

For all assets both digital and print we use two fonts: Roboto Slab and Work Sans. These fonts are available to download free from Google.

Work Sans fonts.google.com/?query=Work+Sans

Roboto Slab fonts.google.com/?query=Roboto+Slab

The fonts can be applied at the design and publishing stage, so using them in draft Word documents is unnecessary.

All body text should be either in the colour named ‘Darkest’ or in white, whichever provides greater contrast with the current background colour.

For web page accessibility, small text must have a minimum resolution of 14 pixels and the large text minimum is 18 pixels.

Headlines / hero messaging

Roboto Slab Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Roboto Slab Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Copy / body text

Work Sans Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Work Sans Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Investigations primary colour palette

These are the primary colours for the eSafety Investigations audience segment.

They should be used for segment wide assets and web pages.

All body text should be either in the colour named ‘Darkest’ or in white, whichever provides greater contrast with the current background colour.

For web page accessibility, small text must have a minimum resolution of 14 pixels and the large text minimum is 18 pixels.

Radar

HEX #B5244D

RGB R181 G36 B77

CMYK C22 M98 Y33 K0

Peacock

HEX #5767DC

RGB R87 G103 B220

CMYK C73 M64 Y0 K0

Green

HEX #9ECDAD

RGB R158 G205 B173

CMYK C39 M3 Y38 K0

Azure

HEX #62A6DB

RGB R98 G166 B219

WCAGG AA Complaint

Extended colour palette

This extended colour palette should be used in all eSafety Investigations content for extensive backgrounds, illustrations and shadows. The lighter shades should only be used as text on dark backgrounds, with adequate contrast for accessibility. The colours with AA and A should be used where the 4:5:1 contrast ratio cannot be achieved with the brand colours or the lighter percentages. Please refer to the Appendix for accessible colour combinations. To confirm the colour combination passes accessibility, please use an online contrast checker.

Extended colour palette

Peacock AA

HEX #223185

Peacock A

HEX #2D3EB5 RGB 45 62 181

Peacock

HEX #5767DC

Peacock 75%

HEX #818DE4

Peacock 50%

HEX #AAB2ED

Peacock 25%

HEX #D4D8F6

Azure AA

HEX #144984

Azure A

HEX #486CB4

34 49 133 CMYK 100 96 15 3 Azure HEX #62A6DB

90 83 0 0

Green AA HEX #1F6843 RGB 31 104 67

85 34 84 28

Green A

HEX #398256

RGB 57 130 86

79 27 79 12

87 103 220 CMYK 73 64 0 0

129 141 228 CMYK 51 43 0 0

170 178 237 CMYK 31 26 0 0

212 216 246 CMYK 14 11 0 0

Green HEX #9ECDAD RGB 158 205 173 CMYK 39 3 38 0

Green 75%

HEX #B6D9C1 RGB 182 217 193 CMYK 29 2 28 0

Green 50%

HEX #CEE5D5

206 229 213 CMYK 19 1 18 0 Green 25% HEX #E6F2EA

230 242 234 CMYK 9 1 8 0

20 73 132

100 80 21 6

72 108 180 CMYK 78 59 0 0

98 166 219 CMYK 59 22 0 0

75%

#98BCDF

152 188 223

39 16 2 0

Photography

Our brand speaks directly to people, encouraging positive engagement.

Photography do’s

• Backgrounds should be either pale and simple or bright and bold, highlighting the people as the focal point.

• Use images of people from the relevant age groups when discussing them. Show diverse backgrounds and abilities to highlight our support for all Australians.

• Choose positive, genuine moments that show people overcoming challenges.

• Minimise the presence of devices in images. As a peoplecentric organisation, we want to emphasise the human aspect, despite our technological connections.

• Seriousness of the topics discussed can be portrayed in facial expressions.

Photography don’ts

• Never show just hands and devices.

• Avoid using images without people.

• Avoid showing sad or crying people.

Iconography

Icons are used across all eSafety segments.

There is only one size for digital use; the size is shown in the diagram to the right.

Icons should never be used larger than 60px. If you need something to be larger use an illustration instead.

Lock-up and positioning

The eSafety band lock-up used in the footer is mandatory for all documents that will be shared with externals.

The logo should always sit in the bottom left corner of the band, shown in white on eSafety Navy or full colour on Light Grey 50%.

Band lock-up

The band (Z) is double the height of the logo (Y) and the URL (X) is half the height of the logo (Y).

Both should always be horizontally centered within the band.

The logo (Y) is always left aligned with the left-hand padding the same as the logo height (Y). The URL is always right-aligned with the right-hand padding the same as the logo height (Y).

Lock-up and logo application

The band lock-up is designed to provide an anchor to the layout and associated elements. It provides flexibility while delivering consistency.

Lock-up examples

Preferred options for logo positioning

Logo guidelines

Logo consistency is essential because it helps build a strong and uniformed brand identity.

The audience segment logos do not include the Australian Government crest.

The eSafety Communities logo is in Green or white.

The inline version is to be used wherever space, size and layout permits. The white on eSafety Navy version can be used where a dark background is required.

Outlined on the following pages are the rules for how the logo is to be used.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

White on eSafety Navy - inline

White on eSafety Navy - inline stacked

Green - inline stacked

Green - inline

Logo clearspace

The clearspace zone is indicated by the height of the ‘S’.

The ‘S’ is from the word eSafety and should be used at the same size as within the logo.

Green - inline

Green - inline stacked

Logo minimum size

The minimum size shown here must be seen as a minimum, but can be displayed at a larger size.

The same rules apply to every logo version for both print and digital.

This adheres to the Australian Government set guidelines.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

Typography

For all assets both digital and print we use two fonts: Roboto Slab and Work Sans. These fonts are available to download free from Google.

Work Sans fonts.google.com/?query=Work+Sans

Roboto Slab fonts.google.com/?query=Roboto+Slab

The fonts can be applied at the design and publishing stage, so using them in draft Word documents is unnecessary.

All body text should be either in the colour named ‘Darkest’ or in white, whichever provides greater contrast with the current background colour.

For web page accessibility, small text must have a minimum resolution of 14 pixels and the large text minimum is 18 pixels.

Headlines / hero messaging

Roboto Slab Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Roboto Slab Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Copy / body text

Work Sans Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Work Sans Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Communities primary colour palette

These are the primary colours for the eSafety Communities audience segment.

They should be used for segment wide assets and web pages.

All body text should be either in the colour named ‘Darkest’ or in white, whichever provides greater contrast with the current background colour.

For web page accessibility, small text must have a minimum resolution of 14 pixels and the large text minimum is 18 pixels.

Green

HEX #9ECDAD

RGB R158 G205 B173

C35 M0 Y33 K0

Sunshine

HEX #F3E269

RGB R243 G226 B105

CMYK C6 M5 Y72 K0

Azure

HEX #62A6DB

RGB R190 G166 B219 CMYK C49 M22 Y0 K0

Plum

HEX #7F3667

RGB R127 G54 B103

C51 M90 Y33 K14

Extended colour palette

This extended colour palette should be used in all eSafety Communities content for extensive backgrounds, illustrations and shadows.

High contrast colours

Navy A

High contrast colours Primary

Extended Extended

Sunshine Logo

Green AA

Green A

Light Grey AA

Light Grey A

Extended colour palette

Photography

Our brand speaks directly to people, encouraging positive engagement.

Photography do’s

• Backgrounds should be either pale and simple or bright and bold, highlighting the people as the focal point.

• Use images of people from the relevant age groups when discussing them. Show diverse backgrounds and abilities to highlight our support for all Australians.

• Choose positive, genuine moments that show people overcoming challenges.

• Minimise the presence of devices in images. As a peoplecentric organisation, we want to emphasise the human aspect, despite our technological connections.

Photography don’ts

• Never show just hands and devices.

• Avoid using images without people.

• Avoid showing sad or crying people – they should look empowered by positive solutions.

Illustration

Our brand deals with a lot of difficult topics.

To help convey our messages, we use a mixture of illustrations unique to eSafety.

Each segment should only use the colours of its extended palette. This helps differentiate the brand segments while maintaining a unified look.

Illustration do’s

• Ensure that at least one person is looking at the audience or their face is uplifted in the audience’s direction.

• Show diverse ages, sexes and skin tones to support an inclusive culture.

• Pose the people with natural movements and human interactions.

• Show life-like size differences for people of different ages.

• When discussing particular age groups, always use illustrations with people of corresponding ages.

• Education images should always show students in uniforms.

Illustration don’ts

• Never show just hands and devices.

• Always have people in the illustration.

• Don’t use only parts of people.

• Avoid showing sad or crying people – they should look empowered by positive solutions.

Iconography

Icons are used across all eSafety segments.

There is only one size for digital use; the size is shown in the diagram to the right.

Icons should never be used larger than 60px. If you need something to be larger use an illustration instead.

Lock-up and positioning

The eSafety band lock-up used in the footer is mandatory for all documents that will be shared with externals.

The logo should always sit in the bottom left corner of the band, shown in white on eSafety Navy or full colour on Light Grey 50%.

Band lock-up

The band (Z) is double the height of the logo (Y) and the URL (X) is half the height of the logo (Y).

Both should always be horizontally centered within the band.

The logo (Y) is always left aligned with the left-hand padding the same as the logo height (Y). The URL is always right-aligned with the right-hand padding the same as the logo height (Y).

Lock-up and logo application

The band lock-up is designed to provide an anchor to the layout and associated elements. It provides flexibility while delivering consistency.

Lock-up examples

Preferred options for logo positioning

Logo guidelines

Logo consistency is essential because it helps build a strong and uniformed brand identity.

The audience segment logos do not include the Australian Government crest.

The eSafety Industry logo is in Flag or white.

The inline version is to be used wherever space, size and layout permits. The white on eSafety Navy version can be used where a dark background is required.

Outlined on the following pages are the rules for how the logo is to be used.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

White on eSafety Navy - inline

White on eSafety Navy - inline stacked

Flag - inline stacked

Flag - inline

Logo clearspace

The clearspace zone is indicated by the height of the ‘S’.

The ‘S’ is from the word eSafety and should be used at the same size as within the logo.

Flag - inline

Flag - inline stacked

Logo minimum size

The minimum size shown here must be seen as a minimum, but can be displayed at a larger size.

The same rules apply to every logo version for both print and digital.

This adheres to the Australian Government set guidelines.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

Typography

For all assets both digital and print we use two fonts: Roboto Slab and Work Sans. These fonts are available to download free from Google.

Work Sans fonts.google.com/?query=Work+Sans

Roboto Slab fonts.google.com/?query=Roboto+Slab

The fonts can be applied at the design and publishing stage, so using them in draft Word documents is unnecessary.

All body text should be either in the colour named ‘Darkest’ or in white, whichever provides greater contrast with the current background colour. For web page accessibility, small text must have a minimum resolution of 14 pixels and the large text minimum is 18 pixels.

Headlines / hero messaging

Roboto Slab Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Roboto Slab Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Copy / body text

Work Sans Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Work Sans Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Industry primary colour palette

These are the primary colours for the eSafety Industry audience segment.

They should be used for segment wide assets and web pages.

All body text should be either in the colour named ‘Darkest’ or in white, whichever provides greater contrast with the current background colour.

For web page accessibility, small text must have a minimum resolution of 14 pixels and the large text minimum is 18 pixels.

Flag 75

HEX #4E6DAA

RGB R78 G109 B170 CMYK C70 M60 Y5 K0

HEX #7F3667

RGB R127 G54 B103 CMYK C51 M90 Y33 K14

Extended colour palette

This extended colour palette should be used in all eSafety Industry Groups content for extensive backgrounds, illustrations and shadows.

High contrast colours

Navy A

High contrast colours Primary

Extended Extended

Flag AA

Flag A

Light Grey AA

Light Grey A

Photography

Our brand speaks directly to people, encouraging positive engagement.

This segment speaks directly to industry peers, therefore should have a serious, corporate feel. Darker toned images are preferred to help convey the importance of the messaging. To aid with this only photographic imagery is to be used. The only time illustrations should be used within this segment is for the Safety by Design initiative, please refer to guidelines (page 201).

Photography do’s

• Backgrounds should be either pale and simple or bright and bold, highlighting the people as the focal point.

• Use images of people from the relevant age groups when discussing them. Show diverse backgrounds and abilities to highlight our support for all Australians.

• Choose positive, genuine moments that show people overcoming challenges.

• Minimise the presence of devices in images. As a peoplecentric organisation, we want to emphasise the human aspect, despite our technological connections.

Photography don’ts

• Never show just hands and devices.

• Avoid using images without people.

• Avoid showing sad or crying people – they should look empowered by positive solutions.

Iconography

Icons are used across all eSafety segments.

There is only one size for digital use; the size is shown in the diagram to the right.

Icons should never be used larger than 60px. If you need something to be larger use an illustration instead.

Lock-up and positioning

The eSafety band lock-up used in the footer is mandatory for all documents that will be shared with externals.

The logo should always sit in the bottom left corner of the band, shown in white on eSafety Navy or full colour on Light Grey 50%.

Band lock-up

The band (Z) is double the height of the logo (Y) and the URL (X) is half the height of the logo (Y).

Both should always be horizontally centered within the band.

The logo (Y) is always left aligned with the left-hand padding the same as the logo height (Y). The URL is always right-aligned with the right-hand padding the same as the logo height (Y).

Lock-up and logo application

The band lock-up is designed to provide an anchor to the layout and associated elements. It provides flexibility while delivering consistency.

Lock-up examples

Preferred options for logo positioning

Strong People, Safe Spaces

eSafety commissioned First Nations artist Amy Allerton of Indigico Creative to create bespoke pieces of traditional art. This artwork is used across the eSafety First Nations segment assets.

‘Strong People, Safe Spaces’ –Amy Allerton

Artwork story

Core Artwork of the Office of the

eSafety Commissioner

eSafety Shield

eSafety is represented in the form of a shield to show our mission to safeguard and protect Australians from online harms.

The centre of the shield shows the eSafety teams who support, advise, lead, innovate and collaborate to achieve a safer, more positive online experience for all.

‘Strong People, Safe Spaces’ tells the story of all Australians, from our children to our Elders, as they journey through two worlds - the physical world and the online world - to find connection, meaning, acceptance and belonging. eSafety, at the core of this story, is a shield of protection against online harms, providing the resources and knowledge that empowers all Australians to be strong in mind - growing in an understanding of, and confidence in navigating the online world. eSafety reaches out across the land, meeting every person where they are to provide the support and advice that empowers all Australians to be strong in spirit - growing in capacity to safeguard their physical, emotional and psychological wellbeing, and that of their loved ones. It is through collaboration and cooperation, under the shield of eSafety, that we can grow strong minds and strong spirits to help us have positive experiences in safe spaces in the online world.

Everyone’s story is interconnected. Every story tells of the many universal, negative and positive experiences that we have in the online world.

The online world has opened up our private and personal lives like never before, connecting us with uninvited strangers and anonymous detractors. We are faced with the pressure of others’ opinions and judgements, and false narratives from voices that previously had no platform in our lives. The online world has set a stage of comparison, breeding self-doubt and feelings of inadequacy that leads us to question our own value and identity. It has simultaneously provided us with both connection and disconnection, trapping people in isolation, exclusion, helplessness and fear.

And yet the online world has allowed us all to be connected to friends and family, stories and places like never before. It has provided us with access to tools that change the way we live, and provided gateways to opportunities for leadership, independence, innovation and discovery. It has given us the ability to build new communities with like-minded individuals where we can share opinions and ideas, find understanding and affirmation, and celebrate who we are. We have developed friendships, found love, learned new skills, expanded our knowledge, fought against injustice, discovered new purposes and shared our culture.

This story is a vision for all Australians as we navigate and engage with the online world. It is a vision of strong people who all work together, protected, supported and empowered, to share and grow in safe spaces.

Themes and symbols

Many symbols are used throughout the

Core Artwork and all Segment Artworks

to represent common themes.

Some symbols are traditional (used by First Nations groups) and some are interpretive (symbols created to represent specific themes, based on traditional styles and symbols).

Please note that traditional Aboriginal symbols are not universal across all First Nations groups and the symbols used do not reflect the traditional communication styles of all Aboriginal people.

Online world

White consecutive dots represent connection to the online world. White dots in a circle are websites and applications we use that connect us to services and each other. An empty circle of dots represents potential online danger. A circle of dots containing a green dot represents a safe online space.

Physical world

Single solid circle with a person in the middle and concentric solid circles represent physical places. The joining lines are our journeys between them.

Isolation

People who live in rural and remote areas, lack of access to technology or internet and lack of skills for using online systems or applications.

eSafety resources and support

eSafety resources and support are the circles that branch out from a solid circle which contains an eSafety Staff symbol.

Online influences

White concentric circles surrounded by dots with single line directed towards a person.

Place of significance

These are the major places of significance in our lives, including homes, workplaces and educational institutions.

eSafety staff

Community

Country

Represents mountains, sandhills, clouds, rainbows and shelter.

Traditional artwork, Parents

This story represents the families of all shapes and sizes across Australia, from blended families to single parent families, LGBTIQ+ families and extended family units. Parents and caregivers are navigating a digital world while managing the fear and anxiety of not being able to, or not knowing how to, protect their children from the harms of the online world.

eSafety is a shield of protection for parents and families, helping them to be able to guide and teach their children, and have more control over their children’s online experiences.

With resources and support from eSafety and their communities, parents and caregivers are equipped with the knowledge and skills that help them to discern the positive and negative online influences on their children and have important yarns. Parents can feel empowered to help their family make meaningful, safe connections online and develop healthy online habits.

The traditional art as shown here is to be used only when any creative assets developed for the eSafety Parents segment relates specifically to First Nations people.

The extended eSafety Parents colour palette should be applied to creative assets in conjunction with the Parents traditional artwork. Please refer to the Parents section of these guidelines for all segment branding requirements.

Parents symbols

Shown in a family unit using combinations of traditional (adult, senior, man, woman, child) and interpretive (young people) symbols: experience for all.

Traditional artwork, Kids

This story represents a hyper connected childhood that is lived in two worlds and a journey of discovery to learn how to live safely in both of them; the real world and the digital world, where interactions, play and learning are vastly different.

eSafety is a shield of protection for kids, helping them to develop early healthy habits and build the knowledge and awareness that will allow them to become life-long responsible online users.

With resources and support from eSafety, their communities, teachers and families, kids can be equipped with the tools to access online platforms safely, protect and respect themselves and others, ask for help when something doesn’t feel right, and develop investigative and critical thinking as they process digital information and their online social experiences.

The traditional art as shown here is to be used only when any creative assets developed for the eSafety Kids segment relates specifically to First Nations people.

The extended eSafety Kids colour palette should be applied to creative assets in conjunction with the Kids traditional artwork. Please refer to the Kids section of these guidelines for all segment branding requirements.

Kids symbol

Traditional symbol shown as a small inverted ‘U’. Displayed as a smaller symbol in comparison to an adult person (shown on right).

Traditional artwork, Young people

This story represents the journey of influence, reputation and peer pressure that shapes a young person’s life. At a time of rapid change and growth, they are discovering who they are to themselves and to the people around them, and discovering their place in a societal culture driven by likes and followers.

eSafety is a shield of protection for young people, giving them the tools to make good decisions, develop critical reasoning skills and safeguard their digital reputation.

With resources and support from eSafety, their communities and families, young people can create healthy online habits that protect their physical, emotional and psychological wellbeing and allow them to have positive social experiences in both the virtual and real world.

The traditional art as shown here is to be used only when any creative assets developed for the eSafety Young People segment relates specifically to First Nations people.

The extended eSafety Young People colour palette should be applied to creative assets in conjunction with the Young People traditional artwork. Please refer to the Young People section of these guidelines for all segment branding requirements.

Young people symbol

Interpretive symbol combining the inverted ‘U’ (person) with a line arching over it to represent the stage of growing between childhood and adulthood.

Traditional artwork, Women

This story represents the many diverse expressions of womanhood; grandmothers, mothers, aunts, sisters, friends, leaders, mentors, teachers and innovators; as they navigate an online world that tries to define who they are, and, in a time when outside opinions make more noise than ever before, they are fighting for their voices and the right to own their stories.

eSafety is a shield of protection for all women, helping to keep them safe from sexualised, gender-based cyber abuse and bullying, and supporting them to safely express who they are.

Women have the capacity to have online experiences that form meaningful connections and relationships with diverse communities of women across the world, finding belonging, sharing culture, collaborating, empowering one another and leading change in their spheres of influence.

The traditional art as shown here is to be used only when any creative assets developed for the eSafety Women segment relates specifically to First Nations people.

The extended eSafety Women colour palette should be applied to creative assets in conjunction with the Women traditional artwork. Please refer to the Women section of these guidelines for all segment branding requirements.

Women symbol

Traditional symbol shown as an inverted ‘U’ next to a vertical line. The line traditionally represents a digging stick or coolamon.

Traditional artwork, LGBTIQ+

This story represents the right for LGBTIQ+ Australians to feel safe to fearlessly and boldly accept and express who are they.

eSafety is a shield of protection for LGBTIQ+ Australians, helping to keep them safe from cyber abuse and bullying based on gender identity and sexuality, supporting them to access safe online spaces.

With resources and support from eSafety, their communities and families, LGBTIQ+ Australians are empowered to build genuine, meaningful connections and relationships online and utilise digital platforms to amplify their voices to create inclusive, respectful and accepting spaces where they feel seen, heard and find true belonging.

The traditional art as shown here is to be used only when any creative assets developed for the eSafety LGBTIQ+ segment relates specifically to First Nations people.

The extended eSafety Women colour palette should be applied to creative assets in conjunction with the LGBTIQ+ traditional artwork. Please refer to the LGBTIQ+ section of these guidelines for all segment branding requirements.

LGBTIQ+ symbol

Use of traditional symbols (adult, man, woman, child and senior) combined with an interpretive symbol (in addition to young person symbol) to represent identity outside of traditional expressions.

Traditional artwork, Diverse groups

This story represents the diverse group of Australians who are all ages, races and genders, and come from different educational and socioeconomic backgrounds. They have diverse needs, strengths and unique experiences that should be recognised and celebrated.

eSafety is a shield of protection for diverse groups of Australians, helping to create digital inclusion and accessibility to reduce the digital divide.

With resources and support from eSafety, their communities and families, diverse groups of Australians are able to grow in their knowledge and skills that enable them to gain greater independence, and safely make meaningful connections that allow them to be seen, heard, respected, accepted and included.

The traditional art as shown here is to be used only when any creative assets developed for the eSafety Diverse Groups segment relates specifically to First Nations people.

The extended eSafety Women colour palette should be applied to creative assets in conjunction with the Diverse Groups traditional artwork. Please refer to the Diverse Groups section of these guidelines for all segment branding requirements.

Diverse groups symbols

Interpretive symbols based on the inverted ‘U’ (person), created to reflect diverse abled people:

Symbolises ‘visible’ disabilities e.g. wheelchair users or amputees

Symbolises ‘invisible’ disabilities e.g. neurodiversity or chronic illness

Traditional artwork, Seniors

eSafety is a shield of protection for diverse groups of Australians, helping to create digital inclusion and accessibility to reduce the digital divide.

The traditional art as shown here is to be used only when any creative assets developed for the eSafety Seniors segment relates specifically to First Nations people.

The extended eSafety Seniors colour palette should be applied to creative assets in conjunction with the Seniors traditional artwork. Please refer to the Seniors section of these guidelines for all segment branding requirements.

Seniors symbol

Traditional symbol shown as a double inverted ‘U’ to represent the wisdom, knowledge and experience gained with age.

Logo guidelines

Logo consistency is essential because it helps build a strong and uniformed brand identity

The audience segment logos do not include the Australian Government crest.

The eSafety First Nations logo is in Earth, Tango, Sunshine, Radar or white.

The inline version is to be used wherever space, size and layout permits. The white on eSafety Navy version can be used where a dark background is required.

Outlined on the following pages are the rules for how the logo is to be used.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

White on eSafety Navy - inline

White on eSafety Navy - inline stacked

Multi colour - inline stacked

Multi colour - inline

Logo clearspace

The clearspace zone is indicated by the height of the ‘S’.

The ‘S’ is from the word eSafety and should be used at the same size as within the logo.

Multi colour - inline

Multi colour - inline stacked

Logo minimum size

The minimum size shown here must be seen as a minimum, but can be displayed at a larger size.

The same rules apply to every logo version for both print and digital.

This adheres to the Australian Government set guidelines.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

Typography

For all assets both digital and print we use two fonts: Roboto Slab and Work Sans. These fonts are available to download free from Google.

Work Sans fonts.google.com/?query=Work+Sans

Roboto Slab fonts.google.com/?query=Roboto+Slab

The fonts can be applied at the design and publishing stage, so using them in draft Word documents is unnecessary.

All body text should be either in the colour named ‘Darkest’ or in white, whichever provides greater contrast with the current background colour.

For web page accessibility, small text must have a minimum resolution of 14 pixels and the large text minimum is 18 pixels.

Headlines / hero messaging

Roboto Slab Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Roboto Slab Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Copy / body text

Work Sans Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Work Sans Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

First Nations primary colour palette

These are the primary colours for the eSafety First Nations audience segment.

They should be used for segment wide assets and web pages.

All body text should be either in the colour named ‘Darkest’ or in white, whichever provides greater contrast with the current background colour.

For web page accessibility, small text must have a minimum resolution of 14 pixels and the large text minimum is 18 pixels.

A - Azure

HEX #486CB4

RGB R72 G108 B180

CMYK C78 M59 Y0 K0

A - Tango

HEX #BF5A36

RGB R191 G90 B54

CMYK C19 M76 Y88 K

Timber

HEX #D6C8A7

RGB R214 G200 B167

CMYK C17 M18 Y36 K0

A - Radar

HEX #911B3D

RGB R145 G27 B61

CMYK C39 M99 Y56 K25

HEX #237D45 RGB R35 G125 B69 CMYK C84 M27 Y93 K14

A - Frog

Extended colour palette

This extended colour palette should be used in all eSafety First Nations content for extensive backgrounds, illustrations and shadows.

Timber AA

Timber A

eSafety Navy

Darkest

Darkest 75%

Darkest 50%

Darkest 25%

Tango A

Extended colour palette

Lock-up and positioning

The eSafety band lock-up used in the footer is mandatory for all documents that will be shared with externals.

The logo should always sit in the bottom left corner of the band, shown in white on eSafety Navy or full colour on Light Grey 50%.

Band lock-up

The band (Z) is double the height of the logo (Y) and the URL (X) is half the height of the logo (Y).

Both should always be horizontally centered within the band.

The logo (Y) is always left aligned with the left-hand padding the same as the logo height (Y). The URL is always right-aligned with the right-hand padding the same as the logo height (Y).

Lock-up and logo application

The band lock-up is designed to provide an anchor to the layout and associated elements. It provides flexibility while delivering consistency.

Lock-up examples

Using artwork elements

There are some rules that anyone working with the artwork needs to follow.

You can remove dots and symbols from the artwork in order to create patterns or extract shapes. Any additional dots or symbols must be added to the artwork by the original artist ONLY.

It is acceptable to recolor dots and symbols as needed but preferably only in line with the First Nations colour palette. Refer to each segment’s colour palette if the artwork will be used for a specific segment.

Background colours may be removed from the artwork to create stand alone patterns.

For any new First Nations creative assets, please seek approval from the Design team to ensure that any modifications have been executed correctly.

Using artwork elements artwork don’ts

There are some changes we can make to the artwork, however to maintain the overall integrity of the piece, there are things we cannot do.

Do not alter the eSafety Shield at all. Any creative assets that incorporate the eSafety Shield element of the artwork cannot be modified. For example, do not remove the eSafety Shield to create space for copy or content.

Copy should not be placed over artwork. Make sure there is enough space in the design to allow for copy, or that dotwork has been removed to create a clear area.

Acknowledgement of Country

For any new First Nations creative assets, please seek approval from the Design team to ensure that any modifications have been executed correctly.

Acknowledgement of Country

Don’t block out areas or place copy over the artwork.

Don’t remove elements from the eSafety Shield for copy placement.

Photography

Our brand speaks directly to people, encouraging positive engagement.

Photography do’s

• All images should have a First Nations person in them, when selecting images please read fine print as this usually informs where the model if from.

• Backgrounds should be either pale and simple or bright and bold, highlighting the people as the focal point.

• Use images of people from the relevant age groups when discussing them. Show diverse backgrounds and abilities to highlight our support for all Australians.

• Choose positive, genuine moments that show people overcoming challenges.

• Minimise the presence of devices in images. As a peoplecentric organisation, we want to emphasise the human aspect, despite our technological connections.

Photography don’ts

• Never show just hands and devices.

• Avoid using images without people.

• Avoid showing sad or crying people – they should look empowered by positive solutions.

Illustration

Our brand deals with a lot of difficult topics.

To help convey our messages, we use a mixture of illustrations unique to eSafety.

Each segment should only use the colours of its extended palette. This helps differentiate the brand segments while maintaining a unified look.

Illustration do’s

• Ensure that at least one person is looking at the audience or their face is uplifted in the audience’s direction.

• Show diverse ages, sexes and skin tones, to show support of all First Nations people.

• Pose the people with natural movements and human interactions.

• Show life-like size differences for people of different ages.

• When discussing particular age groups, always use illustrations with people of corresponding ages.

• Education images should always show students in uniforms.

Illustration don’ts

• Never show just hands and devices.

• Always have people in the illustration.

• Don’t use only parts of people.

• Avoid showing sad or crying people – they should look empowered by positive solutions.

Iconography

Icons are used across all eSafety segments.

There is only one size for digital use; the size is shown in the diagram to the right.

Icons should never be used larger than 60px. If you need something to be larger use an illustration instead.

Logo guidelines

Logo consistency is essential because it helps build a strong and uniformed brand identity.

The audience segment logos do not include the Australian Government crest.

The eSafety LGBTIQ+ logo is in Peacock, People Eater, Flamingo, Frog, Tango or white.

The inline version is to be used wherever space, size and layout permits. The white on eSafety Navy version can be used where a dark background is required.

Outlined on the following pages are the rules for how the logo is to be used.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

White on eSafety Navy - inline

White on eSafety Navy - inline stacked

Multi Colour - inline stacked

Multi Colour - inline

Logo clearspace

The clearspace zone is indicated by the height of the ‘S’.

The ‘S’ is from the word eSafety and should be used at the same size as within the logo.

Multi colour - inline

Multi colour - inline stacked

Logo minimum size

The minimum size shown here must be seen as a minimum, but can be displayed at a larger size.

The same rules apply to every logo version for both print and digital.

This adheres to the Australian Government set guidelines.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

For all assets both digital and print we use two fonts: Roboto Slab and Work Sans. These fonts are available to download free from Google.

Work Sans fonts.google.com/?query=Work+Sans

Roboto Slab fonts.google.com/?query=Roboto+Slab

The fonts can be applied at the design and publishing stage, so using them in draft Word documents is unnecessary.

All body text should be either in the colour named ‘Darkest’ or in white, whichever provides greater contrast with the current background colour.

For web page accessibility, small text must have a minimum resolution of 14 pixels and the large text minimum is 18 pixels.

Headlines / hero messaging

Roboto Slab Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Roboto Slab Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Copy / body text

Work Sans Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Work Sans Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

LGBTIQ+ primary colour palette

These are the primary colours for the eSafety LGBTIQ+ audience segment.

They should be used for segment wide assets and web pages.

All body text should be either in the colour named ‘Darkest’ or in white, whichever provides greater contrast with the current background colour.

For web page accessibility, small text must have a minimum resolution of 14 pixels and the large text minimum is 18 pixels.

HEX #5767DC

RGB R87 G103 B220 CMYK C73 M64 Y0 K0

Frog

HEX #54A56D

RGB R84 G165 B109

CMYK C70 M30 Y74 K1

HEX #FF779E

RGB R255 G119 B158

CMYK C0 M68 Y12 K0

People eater

HEX #9ECDAD

RGB R188 G175 B213

CMYK C25 M29 Y0 K0

Flamingo

Peacock

Extended colour palette

This extended colour palette should be used in all eSafety LGBTIQ+ content for extensive backgrounds, illustrations and shadows. The lighter shades should only be used as text on dark backgrounds, with adequate contrast for accessibility. The colours with AA and A should be used where the 4:5:1 contrast ratio cannot be achieved with the brand colours or the lighter percentages. Please refer to the Appendix for accessible colour combinations. To confirm the colour combination passes accessibility, please use an online contrast checker.

High contrast colours

High contrast colours Primary

Primary Extended Extended

Frog AA

Frog A

eSafety Navy A

eSafety Navy

Navy 75%

Navy 50%

HEX #8C97A4

140 151 164

Navy 25%

Peacock AA

Frog HEX #54A56D

Frog

Darkest A

Darkest

Darkest 75%

Darkest 50%

Darkest 25%

Light Grey AA

Light Grey A

Peacock

Extended colour palette

Flamingo AA

Flamingo A

Flamingo

Flamingo 75%

Flamingo 50% HEX

Flamingo 25%

People eater AA

People eater A

Tango

Photography

Our brand speaks directly to people, encouraging positive engagement.

Photography do’s

• Backgrounds should be either pale and simple or bright and bold, highlighting the people as the focal point.

• Use images of people from the relevant age groups when discussing them. Show diverse backgrounds and abilities to highlight our support for all Australians.

• Choose positive, genuine moments that show people overcoming challenges.

• Minimise the presence of devices in images. As a peoplecentric organisation, we want to emphasise the human aspect, despite our technological connections.

Photography don’ts

• Never show just hands and devices.

• Avoid using images without people.

• Avoid showing sad or crying people – they should look empowered by positive solutions.

Illustration

Our brand deals with a lot of difficult topics.

To help convey our messages, we use a mixture of illustrations that are unique to eSafety.

Each segment should only use the colours of its extended palette. This helps differentiate the brand segments while maintaining a unified look. The LGBTIQ+ segment features a suite of bespoke character illustrations. Always use these illustrations in conjunction with this segment. They are not to be used for other segments.

Illustration do’s

• Ensure that at least one person is looking at the audience or their face is uplifted in the audience’s direction.

• Show diverse ages, sexes and skin tones to support an inclusive culture.

• Pose the people with natural movements and human interactions.

• Show life-like size differences for people of different ages.

• When discussing particular age groups, always use illustrations with people of corresponding ages.

• Education images should always show students in uniforms.

Illustration don’ts

• Never show just hands and devices.

• Always have people in the illustration.

• Don’t use only parts of people.

• Avoid showing sad or crying people – they should look empowered by positive solutions.

Illustrations (continued)

We have developed a set of LGBTIQ+ characters for use throughout our web, print and social assets. Each character has a full back story about who they are and what experience has lent them to be part of the eSafety family. These characters should only be used within this segment.

Rob Zhan

Aera

Nico Elizabeth Georgia Sarah

Harley Kirra

Tom and Raul

Ghassan

Alex and Georgia Sam

Iconography

Icons are used across all eSafety segments.

There is only one size for digital use; the size is shown in the diagram to the right.

Icons should never be used larger than 60px. If you need something to be larger use an illustration instead.

Lock-up and positioning

The eSafety band lock-up used in the footer is mandatory for all documents that will be shared with externals.

The logo should always sit in the bottom left corner of the band, shown in white on eSafety Navy or full colour on Light Grey 50%.

Band lock-up

The band (Z) is double the height of the logo (Y) and the URL (X) is half the height of the logo (Y).

Both should always be horizontally centered within the band.

The logo (Y) is always left aligned with the left-hand padding the same as the logo height (Y). The URL is always right-aligned with the right-hand padding the same as the logo height (Y).

Lock-up and logo application

The band lock-up is designed to provide an anchor to the layout and associated elements. It provides flexibility while delivering consistency.

Lock-up examples

Preferred options for logo positioning

Logo guidelines

Logo consistency is essential because it helps build a strong and uniformed brand identity.

The program logos do not include the Australian Government crest.

The Trusted eSafety Provider logo is in Navy, Aquamarine or white.

The inline version is to be used wherever space, size and layout permits. The white on eSafety Navy version can be used where a dark background is required.

Outlined on the following pages are the rules for how the logo is to be used.

Note: Program logo’s should be used in it’s entirety and should not be manipulated in anyway.

White on eSafety Navy - inline

Primary logo: Navy and Aquamarine - inline

White on eSafety Navy - inline stacked

Navy and Aquamarine - inline stacked

Logo clearspace

The clearspace zone is indicated by the height of the ‘S’.

The ‘S’ is from the word eSafety and should be used at the same size as within the logo.

Navy - inline

Navy - inline stacked

Logo minimum size

The minimum size shown here must be seen as a minimum, but can be displayed at a larger size.

The same rules apply to every logo version for both print and digital.

This adheres to the Australian Government set guidelines.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

Colour palette

This colour palette should be used in all Trusted eSafety Provider content for extensive backgrounds, illustrations and shadows.

High contrast colours

High contrast colours Primary

Primary Extended Extended

Aquamarine AA

Aquamarine A

Aquamarine

Aquamarine 75% HEX

eSafety Navy A

eSafety Navy

Navy 25%

Peacock AA

Peacock A

Darkest A HEX

Darkest

Darkest 25%

Light Grey AA

Light Grey A

Light Grey

Peacock

Logo guidelines

Logo consistency is essential because it helps build a strong and uniformed brand identity.

The Online safety grants program logo is in Navy or white.

The inline version is to be used wherever space, size and layout permits. The white on eSafety Navy version can be used where a dark background is required.

Outlined on the following pages are the rules for how the logo is to be used.

Note: Program logo’s should be used in it’s entirety and should not be manipulated in anyway.

White on eSafety Navy - inline

Navy - inline

White on eSafety navy - inline stacked

Navy - inline stacked

Logo clearspace

The clearspace zone is indicated by the height of the ‘X’.

The ‘X’ is calculated by halving the height of the Australian Government coat of arms.

Logo minimum size

The minimum size shown here must be seen as a minimum, but can be displayed at a larger size.

The same rules apply to every logo version for both print and digital.

This adheres to the Australian Government set guidelines.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

Colour palette

This colour palette should be used in all eSafety online grants content for extensive backgrounds, illustrations and shadows.

The lighter shades should only be used as text on dark backgrounds, with adequate contrast for accessibility. The colours with the prefix AA and A should only be used where the 4:5:1 contrast ratio cannot be achieved with the brand colours or the lighter percentages. Please refer to the Appendix for accessible colour combinations. Please note, contrast ratio should always be tested to ensure AA compliance for all applications.

High contrast colours

eSafety Navy A

eSafety Navy

Light Grey AA

Light Grey A

an eSafety initiative

Logo guidelines

Logo consistency is essential because it helps build a strong and uniformed brand identity.

The initiative logos do not include the Australian Government crest.

The Safety by Design logo is in Aqua/gradient.

The inline version is to be used wherever space, size and layout permits.

Outlined on the following pages are the rules for how the logo is to be used.

Note: Program logo’s should be used in it’s entirety and should not be manipulated in anyway.

Multi on eSafety Navy - inline

Multi - inline

Multi - inline stacked

Logo clearspace

The clearspace zone is indicated by the height of the ‘S’.

The ‘S’ is from the word eSafety and should be used at the same size as within the logo.

Multi - inline

Multi - inline stacked

Logo minimum size

The minimum size shown here must be seen as a minimum, but can be displayed at a larger size.

The same rules apply to every logo version for both print and digital.

This adheres to the Australian Government set guidelines.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

Colour palette

This colour palette should be used in all Safety by Design content for extensive backgrounds, illustrations and shadows.

High contrast colours

eSafety Navy A

HEX

High contrast colours Primary

Darkest A

HEX

Aquamarine AA

Aquamarine A

Aquamarine

Primary Extended Extended

Aquamarine 75%

HEX #86D9D6

eSafety Navy

Peacock AA

Peacock A

Darkest

Light Grey AA

Light Grey A

Light Grey

Peacock

Colour palette

#BFD4C5

35 125 69

#62A6DB

98 166 219

59 22 0 0

#98BCDF

152 188 223

Illustration

The ‘Safety by Design’ initiative sits within the eSafety Industry segment. While illustrations aren’t designated for use in the Industry segment, Safety by Design is the one exception to this rule.

Safety by Design illustrations use simple, unique scenes of people in ‘action’ as a representation of individuals working in the tech industry. They also include assorted organic and geometric shapes.

Logo guidelines

Logo consistency is essential because it helps build a strong and uniformed brand identity.

The initiative logo does not include the Australian Government crest.

The Early Years logo is in Green, People Eater, Aquamarine, and Flamingo.

Outlined on the following pages are the rules for how the logo is to be used.

Note: Program logo’s should be used in it’s entirety and should not be manipulated in anyway.

Multi on eSafety Navy - inline

Multi - inline

Logo clearspace

The clearspace zone is indicated by the height of the ‘S’.

The ‘S’ is from the word eSafety and should be used at the same size as within the logo.

Multi - inline

Logo minimum size

The minimum size shown here must be seen as a minimum, but can be displayed at a larger size.

The same rules apply to every logo version for both print and digital.

This adheres to the Australian Government set guidelines.

Note: Segment logos should be used in their entirety and should not be manipulated in any way.

Colour palette

This colour palette should be used in all eSafety Early Years content for extensive backgrounds, illustrations and shadows.

High contrast colours

eSafety Navy A

High contrast colours Primary

Primary Extended Extended

Green AA

Green A

Green

People eater AA

People eater A

People eater

Darkest A

Light Grey AA

Colour palette

Aquamarine AA

#01615F

1 97 95

Aquamarine A HEX #00857E

0 133 126

Aquamarine HEX #5ECDC9

Aquamarine 75%

Aquamarine 50%

Aquamarine 25%

HEX #86D9D6

HEX #ADE5E3

HEX #D6F2F1

Flamingo AA HEX #881D43

Flamingo A HEX #C7456A

91 43 58 25 Flamingo

86 28 53 7

94 205 201 CMYK 57 0 26 0

134 217 214 CMYK 44 0 20 0

173 229 227 CMYK 30 0 13 0

214 242 241

15 0 6 0

136 29 67

34 98 58 27

199 69 106

19 87 42 1

#FF779E

255 119 158

#FF99B6

Brand application

Best practice examples.

eSafety branded assets employ almost all brand and graphic treatments and devices detailed throughout these guidelines.

These demonstrate how the application of brand assets can be effectively used to ensure that the eSafety brand is always delivered in a consistent, powerful and recognisable way.

Brand application

Best

practice examples.

eSafety branded assets employ almost all brand and graphic treatments and devices detailed throughout these guidelines.

These demonstrate how the application of brand assets can be effectively used to ensure that the eSafety brand is always delivered in a consistent, powerful and recognisable way.

Brand application

Best

practice examples.

eSafety branded assets employ almost all brand and graphic treatments and devices detailed throughout these guidelines.

These demonstrate how the application of brand assets can be effectively used to ensure that the eSafety brand is always delivered in a consistent, powerful and recognisable way.

Brand application

Best

practice examples.

eSafety branded assets employ almost all brand and graphic treatments and devices detailed throughout these guidelines.

These demonstrate how the application of brand assets can be effectively used to ensure that the eSafety brand is always delivered in a consistent, powerful and recognisable way.

Appendix

Accessible colour combinations

Please don’t use these color combinations; they do not meet a color contrast ratio of 4.5:1, this means that some people would have difficulty reading the text.

25%

Peacock

Background #D4D8F6

Peacock

Background #AAB2ED

Background #818DE4 50%

Background #5767DC 75% Peacock

Please don’t use these color combinations; they do not meet a color contrast ratio of 4.5:1, this means that some people would have difficulty reading the text.

Aquamarine

Background #D6F2F1

Background #ADE5E3

Please don’t use these color combinations; they do not meet a color contrast ratio of 4.5:1, this means that some people would have difficulty reading the text.

People Eater Background #DDD6E9 25%

People Eater Background #F0EDF5

Please don’t use these color combinations; they do not meet a color contrast ratio of 4.5:1, this means that some people would have difficulty reading the text.